LAS VEGAS (June 18, 2009) — Last Second Media Inc, the 6-year-old direct response agency specializing in Per-inquiry (PI) marketing and advertising for lead generation sales companies, revealed today details on advertising opportunites in the transition to digital television. The switch from analog has created a new, digital frontier for PI.
Last Second Media reports significant client growth by direct response advertisers spurred by television stations now offering “subchannels”. Said agency president, Frank Pournelle “It’s the new wild-wild West as additional digital and high-definition (HD) broadcasters seek to fill unsold inventory. Our clients are authorizing broadcast and getting results on these new digital channels. They are finding an early mover's advantage plus better urban market coverage with their commercials. Broadcast media on digital subchannels and HD signals has a very low cost CPM. In fact, I estimate it costs about half the going rate of traditional broadcast and cable media –even when sold on a remnant or standby rate.”
A case study by Last Second Media for a national law firm in May, 2009 delivered 24 new tort liability cases for Birth Control Injury. The test ran 400 commercials on a 6 million household Digital TV system with a client investment under eight thousand dollars. Within two weeks of this small cash media test, a Per Inquiry advertising model was negotiated and the client now pays only for each valid lead in a per inquiry program on hundreds of digital properties.
Since TV stations nationwide switched off their analog signals and moved to digital last week, national advertisers are filling this unsold time on untested digital subchannels and HD broadcast signals with the help of PI agencies such as Last Second Media Inc. LSM is powered exclusively by Higher Power Marketing (HPM) and acts on the Client Development side without client commission to arrange these PI deals on a large scale.
With a PI campaign, HPM network members run digital TV ads at no charge to the client; instead, the client pays only for responses. HPM has relationships with media outlets across the country in their seemless network and accesses unsold inventories of ad time. It places the client’s ad in those spots until the agreed upon number of responses is reached. This allows the client to establish a stable, predictable cost per lead (CPL) without the burdensome and unpredictable expense usually associated with ad buying.
“Digital PI has the potential of creating a WIN-WIN situation for our media partners and clients because media partners get national-quality, HD advertising from national corporations. The spots look great on their subchannels, we provide uncompressed files right on DVD for easy upload, while our clients receive more and more exposure on a pure performance basis,” says HPM President Peter Feinstein. “We just made the disparity of market and demand for advertising of untested media, simpler. A brand new digital TV subchannel or HD channel may have a limited track record for local advertisers. Rather than give away the ad time to current advertisers or devalue its worth, our lead generation PI advertisers offer an immediate opportunity to generate income on a pay per call, per lead or per order. It all works as a backup offer and makes remnant ad time predictable for both parties. Stations just plug in our PI offers and clients get billed for each lead.”
The market for PI is growing. With the digital transition, commercial and even public-broadcasting stations have new opportunities to earn advertising revenue with PI.
“Stations find it easy with us. Per-inquiry advertising takes away the onus off stations managing affidavits, changes in household delivery, new carriage licenses and even protects their advertising rate card. High paying per inquiry offers make profit for new digital TV subchannels,” Feinstein says.
For national corporate advertisers, these new digital TV subchannels offer another venue for reducing their advertising risk while growing their market share. “Advertising always works at the right price,” says HPM Client Development Specialist Frank Pournelle. “Mortgage companies, national law firms, even medical and insurance providers have all expressed support in placing their direct-response TV commercials on newer digital tiers. Because they pay only for each lead or call, they view digital subchannels and HD broadcast signals as just one more venue in driving sales and profits.”
“As the audience evolves on these channels, direct response clients will enjoy a first-mover’s advantage with low cost and broadcasters will earn more revenue on a performance or per-inquiry basis,” Feinstein says.
“Per Inquiry Advertising on new digital subchannels, offers national advertisers a risk-free trial of new media using direct response tv ” said Frank Pournelle, President of Last Second Media Inc.
ABOUT LAST SECOND MEDIA INC.
Last Second Media is a master builder of results-oriented lead generation programs positioned to take advantage of residual, remnant or unsold media. By timing fire sale media to sales organizations across multiple channels, LSM secures outrageous returns for clients with strong predictability and large scale.
LSM is a strategic direct marketing and media brokerage with several methods for building brands, amplifying revenues and heightening ROI. The firm relieves client frustration with integrated marketing that produces qualified sales leads to power the growth of their clients. LSM produces this growth by deploying sharp, direct response marketing on TV, radio, and the Internet. Many programs cut the risk of advertising by clients, through the use of Per Inquiry, pay per lead, Cost Per Call (CPC), Cost Per Lead (CPL) and Cost Per Action (CPA) programs. Corporate information can be accessed at http://www.LastSecondMedia.tv or by phoning 800-334-4500.
